Moving is unpleasant for everybody! You have boxes all over, closing papers to sign, you do not know anybody, and to top it all off, you must find a provider for all of the services that you need, such as:
- Family doctor
- Lawn and landscaping company
- Pool cleaning service
- House cleaning service
- Day Care
Be the first in front of the residents in your area!
New home owners and new movers are great prospects for many services. The new home owners list is compiled from public records of people who have bought a home in the last six months. New movers is a list of people who have just moved into the area in the last six months and includes renters as well as new home owners.
When targeting new homeowners, a good idea is to design your postcard as “Welcome to the Neighborhood” postcard. It’s nice to feel welcomed and will increase your overall return on investment (ROI) on your campaign.
Political Campaign Direct Mailing List
In order to have the most effective direct mailing campaign possible, it is essential to target your direct mailers, which means getting them out to the right people. Direct mail allows your campaign to target different voter demographics with highly effective messages. Not all campaign messages will resonate the same with all voters; perhaps a message that reverberates well with seniors may not resonate that well with younger voters. That is the advantage that direct mail has over any other promotional materials (TV, Radio, Newspaper, Fliers, etc.).
So, who should we target?
Well, that depends on the message you are portraying on your direct mail postcard.
- If you are trying to raise funds for your campaign, you would want a mailing list compiled of residents that have donated to a campaign in the past, and have at least a middle class income.
- If you are trying to rally your base, you may want to target only people that are in your party (democrat, republican, independent).
- If you are trying to get young people to get out and vote, you may want target residents that are under the age of 30.
- Are you trying to saturate the entire district with your postcard, then a saturation mailing list would be perfect for you
See Political Postcard Sample Below
Saturation Vs. Targeted Mailing Lists
There are two types of lists that can be used to target potential clients with a direct mail piece. The first way would be to do a “saturation” mailing. A saturation mailing list is compiled by mailing to everyone on a mail carrier’s route. A “targeted “ list is compiled using specific demographical criteria .
What is a saturation mailing mailing list?
Please review video #3 of the bulk mail boot camp.
When to use saturation mailing list?
Can your product or promotion only be used by anyone? If a pizza was offering a three pizza special for $15 would everyone on your street be a potential client? The answer is yes. Every person on your street eats pizza, and is a potential client. If you can look down and you see everyone as potential customer, then saturation is definitely your choice.
If the product or promotion can be used by anybody , it is recommended that you use a saturation list.
- Restaurants —Two for One Entree
- Fitness Club — One Free Trial Membership
- Wireless Store — Free gas card with new phone contract
- Church — Christmas Festival
What is a targeted mailing list?
Please review video #4 of the bulk mail boot camp.
When to use a targeted mailing list?
Can your product or promotion only be used by certain people? If a day care was offering 50% new memberships would everyone on your street be a potential client? The answer is no. Only the people with children on your street are potential clients. Use a targeted mailing list when
If the product or promotion can be used only by certain people, it is recommended that you use a targeted list.
- Restaurants — Kids eat free (homes must have children to be applicable)
- Pet Supply Store — $10 off $50 purchase of dog food (homes must have dogs to be applicable)
- Pool Service — $20 off first cleaning (homes must have a pool to be applicable)
- Church — Vacation Bible School (homes must have children to be applicable)
Understanding Mail Carrier Routes
A carrier route is the actual route walked by a postman.
Every zip code is broken down into carrier routes, also known as a postal route.
Please review video number three of our Bulk Mail Boot Camp below before we go any further.
A postal carrier route is the group of addresses to which the USPS assigns the same code to aid in mail delivery. These codes are 9 digits – 5 numbers for the ZIP Code, one letter for the carrier route type (explained below), and 3 numbers for the carrier route code. For example “05055R003″ or “12508C007.”
A carrier route map consists of two parts; (A) The geographical map of the area and (B) the demographical information of the individual routes.
The (A) map will break each zip code(s) into the individual route that a mail carrier delivers the mail to every day.
Each different route has a colored polygon defining its geographical area and an abbreviated label.
The demographical report of the carrier route map will let you know how many deliverable addresses are in each route. It also displays the average age, income, and home value for each route.
It also breaks down the number of homes and apartment in each route. Please keep in mind that there are additional postage rates when you do not mail to an entire route (ie, mailing to only apartments).
So how do the map and demographics correlate?
On the map, the labels are abbreviated by taking the last two digits of the zip code and the route.
Notice the green polygon located on the left of the map? It is labeled with 40C12.
The last two digits of the zip code are 40. So the zip code would be 44140. And the Route would be C12.
So, on the (A) map 40C12 is the abbreviation of 44140C012.
As you can see, 444140C012 (40C12) has 252 homes and 3 apartments for a total of 255 residential deliveries. The average income is $106,701, the average age is 60, and the average home value $204,851.
Postal routes are the basis for all saturation mailings.